As part of The Drum’s Finance and Utilities Focus Week, we’re leveraging insights from Kantar’s Marketplace, an automated market research platform, to take a closer look at creative trends and effectiveness in this test category.
Financial and utility brands often face unique advertising challenges. These areas are often seen as “less interesting” by audiences because they require complex, service-focused messages to be conveyed, says Polly Wyn Jones, global knowledge manager at Kantar. .
However, some brands have risen to the challenge and created impactful ads that resonate with consumers.
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For example, HSBC saw a surge in brand awareness through its increased focus on poster advertising, achieving its highest poster touchpoint association since November 2022, according to Brand Dynamics, Kantar’s brand tracking insight.
Here, we explore how banks such as HSBC, Lloyds and Nationwide became leaders in their fields through innovative and memorable advertising strategies.
HSBC: VML “Cost of Living”
HSBC’s advertising strategy focuses on consistent branding and clarity of message, which has helped it recover from the decline in brand equity caused by its fintech competitors.
Known for its distinctive messaging style, HSBC has effectively increased its perceived brand difference and returned to the ‘top tier’ of brand salience alongside leaders such as Lloyds and Nationwide. Graham Staplehurst, Director of BrandZ at Kantar, highlights that “consumer views of HSBC are changing in a positive way and consistent and distinctive communication is helping to highlight that difference.”
Mastercard: McCann’s “Butterflies”
Mastercard has differentiated itself in the financial space by emphasizing inclusivity and innovation in its campaigns. Mastercard connects with diverse audiences and positions itself as a forward-thinking, purpose-driven brand through advertising that highlights the brand’s commitment to digital transformation and financial inclusivity. This approach not only increased consumer loyalty, but also strengthened the brand’s image as a leader in modern finance.
TD Bank: “Veganhood” (in-house) by TD Bank
TD Bank has leveraged its reputation for convenience and purpose-driven service to establish itself as Canada’s leading bank among business owners. The ads emphasize the brand’s meaning and unique customer focus, resonating with an audience that values ease of use and accessibility. “TD, driven by convenience and purpose, remains very relevant,” Staplehurst said.
Capital One: GSD&M’s “Magic”
Capital One has built a distinctive brand identity through humorous and relatable advertising that connects with consumers on a daily level. Use descriptive phrases such as “What’s in your wallet?” Capital One made its message memorable and impactful, setting it apart in a category that is often perceived as complex and serious. This strategy resonated with audiences and strengthened the bank’s position as an accessible, customer-focused brand.
Airbank: “Make your luggage easier” by McCann Prague
Air Bank frequently highlights innovative digital tools that simplify banking, including user-friendly mobile apps and streamlined online services. By highlighting these technology-driven conveniences in its advertising, Air Bank appeals to consumers who are looking for a modern banking experience that fits seamlessly into their lives. This focus on innovation demonstrates the bank’s commitment to adapting to the needs of consumers in the digital-first era.
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